"It's spring, so I want to change my fashion" 74% — But when choosing clothes, "temperature over mood": What are the 3 barriers to spring outfits?

la belle vie Inc.'s social listening project TREND LAB. conducted an "Awareness Survey on Seasons and Daily Life", obtaining responses from about 360 people.

As a result of the survey, 74% of respondents answered that they "want to change their fashion" when they feel spring. However, it was found that only 15% use "mood" as a criterion for choosing clothes every morning, and that there are "three barriers" to spring fashion: "temperature differences", "body shape", and "pollen".

Highlights of this survey - The number one moment to feel spring is "air/temperature" at 69.4% - When feeling spring, 74% "want to change their fashion" - However, when choosing clothes, "temperature/TPO" overrides "mood" - "Three barriers" hindering spring fashion: temperature difference, body shape, and pollen

When feeling spring, 74% "want to change their fashion" According to the survey, the most common moment when people feel "Ah, spring is here" was "air/temperature (69.4%)". It is clear that changes in the climate felt on the skin, rather than calendar dates or scenery, trigger the realization of the season's arrival.

Furthermore, when feeling that spring air, 74% of all respondents answered that they wanted to change their "fashion (colors/materials)". It suggests a high awareness of wanting to update clothing triggered by the change in seasons.

From the free answers, there were many feelings of wanting to be freed from the heavy impression of winter and incorporate bright colors and light materials. - Breaking away from winter: "Maybe it's because I often wear dark colors in winter, but when spring comes, I feel like I have to wear colors!" - Longing for bright colors: "I try to be conscious of bright color coordination as much as possible," "Incorporating pastel-colored items"

Q1. When do you feel "Ah, spring is here"? Air and temperature: 69.36% | Scent: 17.83% | Casual scenery: 5.85% | Food: 4.46% | Sound: 1.39% | Other: 1.11%

Q2. When you think "It's spring, I want to change something," where does your attention go first? Fashion (color/material): 74.09% | Around the face (hair/makeup): 13.09% | Invisible areas (perfume/daily rhythm): 6.69% | Fingertips and feet (nails/shoes): 3.90% | Other: 2.23%